This document provides tips on leveraging social media to hit holiday goals. It discusses 2021 holiday trends like shopping starting earlier and leaning more on mobile. It highlights challenges from iOS 14.5 like decreasing retargeting audiences. The document recommends focusing spend on awareness, consideration, and conversion objectives across platforms like Facebook, Pinterest, Snapchat, TikTok, and Instagram. It provides strategies for each platform and building a holiday strategy from October through January. The key is aligning budget and messaging to past successes while adjusting for peak and post-holiday periods.

1. How to Leverage
Social Media to
Hit Your Holiday
Goals

2. Today’s Logistics
Kerry Mallett
Webinar Coordinator
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4. Some of
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Our
Recognition
For commerce leaders of today and the future

5. Our Speakers
DYLAN KREBS
Senior Specialist, Paid
Social
JULIE DAZZO
Senior Client Partner
STEPHANIE GILBERT
Senior Client Account
Manager

6. Agenda
● Going into Holiday: 2021 Trends
● Your Next Best Dollar on Social
● Building a Holiday Strategy Across
Platforms
● Winning Retail on Reddit
6

7. What do you anticipate being your
biggest holiday challenge?
● Pacing social spend across the holiday season
● Tailoring my strategy across platforms
● Targeting my ideal customer with the privacy
landscape
● Something else!
POLL

8. 2021 Trends in Social
GOING INTO HOLIDAY
8

9. 9
Industry learnings from the 2020 holiday season
Holiday 2021 Overview
Pre-Cyber week saw greatest
Y/Y revenue growth
Shopping
Started Earlier
+50% Global digital revenue
growth (Nov - Dec)
Ecommerce Led
the Way
● Germany +26%
● US +44%
● AU/NZ +49%
● Japan +53%
● Netherlands +68%
● Canada +70%
● UK +73%
● France +102%
Shoppers
Leaned on
Mobile
Of Black Friday digital orders
were from mobile devices
Cyber Monday: 52%
Boxing Day: 63%
83%
36%
53%
39%
65%
67%
54%

10. iOS 14.5 Impacts - What is Tinuiti seeing?
10
● CRM and website retargeting audiences are steadily
dropping week over week
○ On average, Tinuiti clients are seeing a 10%–45%
decrease in pixel-based website visitor audiences
over the last month.
● Dynamic product retargeting campaign audiences
have also decreased in size since April
○ On average, Tinuiti clients are seeing a 20–25%
decrease in DPA retargeting reach (users that have
viewed products or added to cart the last 30 days).
● Prospecting audiences and Dynamic Ads for Broad
Audiences reach has increased
○ On average, Tinuiti clients are seeing a 35–45%
increase in DABA campaign reach compared to
April 2021. Tinuiti suspects this is the Facebook
algorithm taking more opportunities with the
expanded reach setting.

11. CPMs Are Surging Across Tinuiti Retail Clients
11
● Key events like the Olympics on top of heightened
competition as publishers aggressively bid to capture
viewers has lead to CPC/CPM impacts across clients
Source: Google Search Trends & Mobius

12. Your Next Best Dollar on
Social
12

13. The key social players
Facebook
Strongest full-funnel
capabilities. Best for driving
ROI and revenue efficiencies.
Pinterest
Best for inspiring a future
purchase or announcing new
products & services.
Snapchat
Strong awareness with
full-screen video. Increasing
full-funnel opportunities.
TikTok
Best for driving awareness
amongst 16-30 year old
audiences. Great for
influencer partnerships.
Twitter
Best for promoting
real-time events, sports, and
entertainment. Awareness
focused tactic.
13
LinkedIn
Best for B2B advertisers,
corporate announcements,
and job postings.
Reddit
Most trusted social
platform. Best for
establishing credibility with
an engaged users and
high-impact awareness.
Instagram
Highly visual content. Strong
compliment to FB strategies
& increasing TikTok
competition.

14. AWARENESS
CONSIDERATION
CONVERSION
Redefining Social: creating meaningful experiences
WHERE WE WANT TO GO HOW WE GET THERE
Up to 30% of spend focus on Reach and Video View
objectives across core platforms
Lean into interest-based audiences
and video content on core FB/IG,
Snap, Pinterest, TikTok.
Up to 45% of spend, reducing the cadence of creative
refreshes to build a more robust learning roadmap and
audience insights.
Shift to an evergreen approach;
Reduce post volume to allow for A/B
testing and optimization
Up to 25% of overall spend, with stronger focus on
prospecting to drive scale
Weight spend 30/70 PSP vs RT split
and implement offline measurement
to measure conversion impact.
Full funnel campaigns, focused on core platforms to nurturing prospective
customers from awareness to initial intent, and conversion
14

15. Building a Holiday
Strategy Across Platforms
15

16. Launch Fall & holiday-focused images & ad
copy across curated initiatives and
introduce holiday copy into dynamic
campaigns in October
Align Budget & Messaging to Support Past Successes
October
Last minute gifting dynamic &
messaging
Keep targets aggressive until
shipping cut off occurs
December 1-25
Dial up gifting & sales promotions
through a mix of Dynamic Product
Ads & Static and Video.
Start adjusting budgets to be
more aggressive ensuring ads
have maximum scale while buyers
are in peak purchasing mindsets.
November
Self Purchasing dynamic &
curated messaging
Adjust further to bring down
spend & improve efficiency, but
remain competitive to capture
users who are looking to purchase
post holiday
December 26 - Jan
16
Holiday 2021 Overview

17. Snapchat Has Efficient CPMs
17
20+ Opens
daily of app by
DAUs
30+ Minutes
users spend on
Snapchat daily
Engage GenZ and Beyond with Higher
Growth in Older Snapchat Users
21%
33%
26%
20%
13-17 18-24 25-34 35+
103M
DAUs in
North America

18. 18
Snapchat AR Lense: Mid-funnel

19. TikTok has a highly engaged & expanding demo
April 2020
19
Reach Users Who Aren’t Elsewhere
81+
Minutes/day on
app*
16+
Times a user
opens app/day
54MM
MAU in the
United States
66%
Of users are
ages 13-24
20%
Of users are
ages 35-44
Standard Ads
Brand
Takeover
Top
View
In-Feed
Ads
Content Ads
Branded
Hashtag
Challenge
Branded
Effect
Marketing Objective
Awareness
Consideration
Interaction
Conversion
Loyalty
Growth
TikTok Creator Marketplace
Creator
Collaboration

20. Screenshot
Using TikTok Creative
Across Paid Social
Capitalize on organic social trends with specialized
landing page
● Use affiliate program to boost sellers with Evergreen TikTok
content
● Driving to an “as seen on social” trends page
● Continue success by using top performing boosted TikTok
creative on FB/IG
9:16 creative would be cropped to fit in-feed
placements, ensure creative is centered in video
Recommend using assets that includes people/sellers
STRONGER CTR
from TikTok creative
against consideration objective
266%
Q4 Curated Ads

21. Why Pinterest?
21
70%
72%
95%
Of people on pinterest believe that the
platform introduced them to new
brands and services
According to campaign measurement
studies, new buyers accounted for 70%
of advertisers’ incremental sales
When measured Buyable Pin
performance, 95% of purchasers were
completely new customers
Be the brand they see first
Inspiration
Max Width Video Standard Video Carousel Static or Product Pin
Focus on video first, then expand down funnel
Reach an audience that is actively considering ideas on
what to do or buy.
● Videos autoplay in feed while Pinners
● Format is designed for mobile (80% of usage)
● Target interests and search keywords to each
people in the right moments

46. Schedule Your
Consultation
with a Social
Expert

47. Q&A

48. The Future of
the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
tinuiti.com/privacy-forward

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